Sales reps at Pfizer are bombarded by information from internal resources. For the Sales Operations group, we created an identity system to help them more effectively communicate to a distributed global sales team. Deliverables also included communications templates and guidelines to enable Sales Ops to maintain a distinctive look across user groups.

Situation

The Sales Operations group at Pfizer provides sales representatives with the tools and support that are critical to their sales efforts: targeting data, performance measures, distribution of computer and field equipment, bonus and rewards data, and regional deployment information. Sales Ops came to CoreBrand with two main issues:

• As one of several groups communicating to sales reps within an increasingly cluttered environment, Sales Operations’ resources were underutilized by the reps and they felt that better communication could rectify this;
• A forthcoming reorganization intended to expand the role of Sales Ops and threatened to generate additional confusion about the group’s roles and resources in the minds of the sales reps

To help Sales Operations succeed in their mission to support the sales organization, CoreBrand set out to understand a day in the life of the sales reps and to gauge the internal perceptions around the breadth, relevance and accessibility of resources offered by Sales Ops.

Solution

Our findings indicated that sales reps were constantly short on time and tended to be set in their ways regarding their Sales Operations resources. Further, organizational change within Sales Ops was hardly news for the sales reps, unless it could be demonstrated that this made their required resources more accessible and efficient.

CoreBrand designed a visual identity system to help Sales Operations communicate to sales reps about the breadth of tools and services that were available to them within a single internal resource. And, as communications behavior among the sales force was far from uniform — seniority and age of the reps were significant factors in how they accessed and utilized communications — the visual system had to work across a variety of print, online and mobile media. CoreBrand designed the system, built usage guidelines and created templates in multiple media to help ensure consistent implementation and enable Sales.